This article selects several successful cases of rural development for analysis, trying to find the way to their success. Lvwei Culture and Tourism discovered that these successful villages, some of which are even called Internet celebrity villages, can we replicate their success. Let’s take a look at how these villages became rich.
Nongke Village is one of the top ten famous villages in China, one of the top ten most attractive leisure villages, and the birthplace of China’s farmhouse tourism. Based on the flower industry, it has grafted the farmhouse tourism industry and become a national rural tourism As a model, his reputation is well-known both at home and abroad. It receives more than 2 million tourists every year and is known as the "Billion Yuan Village".
1. History of Entrepreneurship
The history of the development of Nongke Village - four arduous entrepreneurial experiences can be summarized in sixteen words: "Yangxiong's hometown, a farmland, a village of flowers and trees, a bonsai village" Township”
2. Innovative development model
1. The government guides market operations—finding people
Under the guidance of the government, in order to realize the core scenic spot of Nongke Village To upgrade, Youai Street guided "Sichuan Xu's Smart Culture Tourism Co., Ltd.", a subsidiary of the local leading enterprise Xujia Courtyard, to cooperate with the village collective company "Chengdu Haitang Funong Agricultural Technology Co., Ltd." to establish Chengdu Nongke Village Scenic Area Management Operation Co., Ltd. The company was officially launched on March 2, 2018.
We have hired 10 Xiangxian academicians, 18 expert consultants, 5 wealth leaders, 24 returning home makers, 72 craftsmen, 2386 new and old villagers, business households & company *** Total 56.
2. Separation of three rights, ***enjoy the village
Combined with the separation of three rights, adopt various modes such as transfer, joint construction, shareholding, leasing, and custody, and introduce platform funds We will work with powerful investors to "vacate cages and replace birds" for existing operating households, promote the transformation and upgrading of farmhouses (country hotels), and create an "international rural parlor and themed B&B cluster".
3. Solve the problem of who will provide the money
Based on the multi-modal mixed system model of one village leading ten villages, 36 business super brand IPs are introduced to attract cultural and creative, art, Chinese studies, B&Bs with multiple themes such as pottery, soup courses, Internet celebrities, tea ceremonies, logs, and strange stones are gathered together, with 72 subdivided products and 500 makers gathered together.
3. Whole Village Operation Model
"Sichuan Xu's Smart Culture Tourism Co., Ltd.", a subsidiary of the local leading enterprise Xujia Courtyard, holds 35% of the shares, and cooperates with the village collective company "Chengdu Haitang" "Fu Nong Agricultural Technology Co., Ltd." holds 65% of the shares, and jointly established Chengdu Nongke Village Scenic Spot Management and Operation Co., Ltd. to implement planning, packaging, marketing, investment, and operation as a whole.
Throughout the entire process, villagers first receive guaranteed rental income, and secondly participate in collective dividends. You can also work part-time in scenic spots to provide services. According to Mr. Fan Guohui, the "honorary village head" of Nongke Village, we faced huge challenges in attracting projects and funds at the beginning. When we established the transportation and management company, our start-up capital was only 200,000, which was used for inspection and reception expenses. All nervous.
One year later, Nongke Village attracted more than 160 investment investigation groups and successfully introduced more than a dozen characteristic themed businesses by returning homemakers: art design, traditional Chinese medicine soup, tea ceremony meditation, Chinese culture It has led four groups of aboriginal villagers to return to their hometowns to start businesses and upgrade their businesses, such as a parent-child paradise and other projects, achieving a total investment of over 100 million yuan.
Xiapu Zheng Village, Gaoqiao Street, is located in the northeast of Gaoqiao Street. There are 393 households and 1,265 villagers in the village. Xiapu Zhengcun has been making rice noodles for more than 100 years. The rice noodles have a smooth taste and rich rice aroma, and its sales account for more than 60% of the rice noodle market share in Taizhou City.
The rice and noodle industry in Zhengcun, Xiapu, is dominated by low-end, small, and bulk-processing workshops. The overall processing level is not high, the production equipment and technology are backward, the brand, quality and efficiency are not strong, and environmental pollution problems are becoming increasingly prominent.
In order to promote the transformation and upgrading of the rice noodle industry in Zheng Village, Xiapu, Gaoqiao Subdistrict relied on provincial support for village-level collective economic development projects, and through resource integration, industry-research integration, and agriculture-tourism integration, it created a production and processing, Visit and experience the characteristic agricultural and sideline products processing demonstration highland that integrates the three industries. According to the plan of one hall, one workshop, one park, one area and one hall (cultural auditorium, production workshop, rice noodle park, experience area, exhibition hall), the project will build a characteristic rice noodle industrial park covering an area of ??more than 1,500 square meters, with 10 production workshops. , uniformly configure rice and noodle processing equipment, build wastewater treatment facilities, completely prevent rice and noodle processing wastewater from entering the river, and protect the village environment.
After the park was successfully completed, more than ten rice and noodle processing workshops have settled in. By sharing factory buildings, equipment, water and electricity, etc., the rice noodle industry has been developed on a large scale and intensively. At the same time, by shaping rice and noodle theme culture such as rice noodle production bases, rice noodle cultural exhibition halls, and rice noodle cultural festivals, we promote the in-depth integration of agriculture and tourism, and use the development of the rice noodle industry to drive village-level collective economic income.
As the scale of the rice and noodle industry in Zheng Village of Xiapu further takes shape, activities such as the Rice Noodle Cultural Festival attracted 13,000 tourists and added 4 million yuan in economic benefits, realizing the development and revitalization of the rice noodle industry and the village-level collective economy. .
Sangua Commune is located in Hechao Economic Development Zone, Hefei, about 50 kilometers away from the center of Hefei, with a population of nearly 26 million within a radius of 150 kilometers. It is an important node in Hefei's tourism development. The project was jointly built by Anhui Huaishang Group and Hechao Economic Development Zone, with a total investment of 300 million yuan planned in the early stage and took 3 years to build. The three villages in Sangua Commune have different positionings. Wintergua is a B&B village, Xigua is a gourmet village, and Pumpkin is an e-commerce village. Enterprises bring money into rural areas, work with village collectives to develop rural resources, and help villages develop projects and sell products. This has created many opportunities, and the gathering of resources, funds, and talents has led to the current achievements.
Pumpkin E-commerce Village is positioned as an e-commerce village, a village for agricultural specialty products, and an Internet demonstration village.
Currently, e-commerce companies that have settled in include its own "Sangua Commune" official flagship store, Tmall official flagship store, JD.com, Oracle, etc. It has also attracted the Minimally Invasive National Alliance, maker spaces, as well as a large number of cultural and creative bases, country bars and specialty product sales stores.
It has developed four series of tea, hot springs, special agricultural and sideline products, and local cultural and creative products, more than a thousand kinds of specialty products and tourist souvenirs, and has gained market recognition through online and offline integrated sales methods, making rural products Diversified sales channels.
Donggua Folk Village’s main industries are Bantang 6000-year Folk Museum, ancient Chaoguo ruins, and handicraft workshops.
Excavate and restore the 6,000-year-old farming folk culture in the Chaohu area, and successively built the Bantang 6,000-year Folk Museum, Youchao Impression, and Winter Melon Traditional Handicraft Workshop.
Introduce rural tourism service industries such as inns, B&Bs, hot spring health care, tourism and vacation, and create a village development model featuring the experience of Bantang local traditional farming folk culture.
Xigua Food Village’s main industries are 80 style residential accommodation, 60 characteristic farmhouses, and 10 heart-beating inns.
Together with the classic hot spring brand Tangshan ***, we established Tangshan Tourism Company. Through village collective investment and shareholding, *** jointly developed hot spring health and wellness B&Bs and expanded the village collective economic path.
Sangua Commune adopts the "enterprise-government" development and construction model. The Hechao Economic Development Zone Management Committee and Anhui Huaishang Group *** jointly established Sangua Commune Investment and Development Co., Ltd.
According to the three major theme positionings of "Winter Melon Folk Village", "Watermelon Food Village" and "Pumpkin E-commerce Village", we will integrate the production, development, online and offline transactions, logistics and other links of modern agricultural specialty products to explore Develop a path for “Internet Agriculture, Rural Areas and Rural Areas” in the information age. The paths to realize this are cultural tourism, agricultural tourism and business tourism.
Culture and tourism are the core of Sangua Commune.
Sangua Commune has its own unique cultural resources. Geographically, it is located in Bantang, one of the four ancient hot springs in China and a famous hot spring health resort.
Sangua Commune takes agricultural tourism as its main business and leads the construction and development of Sangua Commune.
In the spring, Sangua Commune held a rapeseed flower festival, successfully converting farmers from traditional agriculture to tourism industry practitioners. Farmers are selling rapeseed nectar in the flower fields, and some are selling rapeseed oil, rapeseed cakes, etc.
In the past, the added value of these agricultural products grown by farmers was very low. However, through a series of agricultural tourism reforms and adjustments to the industrial structure, the added value of agricultural products has been greatly increased. For example, in the past, local watermelons could only be sold for one yuan per catty, or even a few cents per catty. You had to find a way to get a truck to take them to the city to sell them. Through the adjustment of the industry, Sangua Commune held the Sangua Commune Watermelon Festival. The watermelon sold for three yuan a pound and was sold out instantly, so there was no need to worry about selling it.
Business tourism is the industrial support that consolidates the characteristic town of Sangua Commune.
Many summits have been held in Sangua: Rural E-commerce Summit, Agricultural Tourism Summit and Beautiful Rural Construction Conference, etc. There are more and more various commercial activities in Sangua Commune, and the integration with the tourism industry is getting deeper and deeper.
In terms of industry, Sangua has sorted out four major series of products since 2015.
These four series of products are all developed based on local culture, namely tea, spring, agricultural special series and cultural series. According to the four major series, more than 200 products have been successfully developed. For example, for tea, we have deeply developed half-infusion black tea, half-infusion green tea and half-infusion roasted tea. The art of roasting tea has been lost for a long time. According to records in ancient books, this process of roasting tea that has been in existence for more than 2,000 years has been restored in depth.
Sangua Commune gives full play to the demonstration and leading role of leading enterprises, using cooperatives as a link to organically integrate farmers' planting, production and processing, and e-commerce sales, driving surrounding villagers to vigorously carry out order-based agriculture, and quickly realize Get rich.
Create a standardized base for agricultural product production around professional farmer cooperatives, standardization of agricultural product planting, processing and sales of agricultural products, etc. Relying on the established professional agricultural cooperatives, we are responsible for the large-scale planting, breeding and processing of agricultural specialty products. Guide farmers or agricultural product processing enterprises to carry out primary processing of agricultural products in accordance with standards.
In my opinion, the above villages are all successful, and some are even called internet celebrity villages, but it is difficult to completely replicate their success. I can only say that their success is not sudden. It is a sudden explosion after continuous accumulation. Rural development is not water without a source. All successes are the result of continuous improvement of infrastructure, development planning, and market-oriented operations based on local industries.